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E Commerce 2017 13th Edition Laudon Solutions Manual 1
E Commerce 2017 13th Edition Laudon Solutions Manual 1
E Commerce 2017 13th Edition Laudon Solutions Manual 1
Learning Objectives
● Understand the questions you must ask and answer, and the steps you should take,
in developing an e-commerce presence.
● Explain the process that should be followed in building an e-commerce presence.
● Identify and understand the major considerations in choosing web server and e-
commerce merchant server software.
● Understand the issues involved in choosing the most appropriate hardware for an
e-commerce site.
● Identify additional tools that can improve website performance.
● Understand the important considerations involved in developing a mobile website
and building mobile applications.
Key Terms
SWOT analysis, p. 193
systems development life cycle (SDLC), p. 198
business objectives, p. 199
system functionalities, p. 199
information requirements, p. 199
system design specification, p. 199
logical design, p. 200
physical design, p. 200
outsourcing, p. 202
WordPress, p. 202
content management system (CMS), p. 202
co-location, p. 204
unit testing, p. 208
system testing, p. 208
acceptance testing, p. 208
A/B testing (split testing), p. 208
multivariate testing, p. 208
benchmarking, p. 209
system architecture, p. 210
two-tier architecture, p. 211
multi-tier architecture, p. 212
4.7 Case Study: Dick’s Sporting Goods: Taking Control of its E-commerce Operations
4.8 Review
Key Concepts
Questions
Projects
References
Figures
Figure 4.1 SWOT Analysis, p. 193
Figure 4.2 E-commerce Presence Map, p. 194
Figure 4.3 Components of a Website Budget, p. 196
Figure 4.4 Factors to Consider in Developing an E-commerce Presence, p. 198
Figure 4.5 Website Systems Development Life Cycle, p. 199
Figure 4.6 A Logical and Physical Design for a Simple Website, p. 201
Figure 4.7 Choices in Building and Hosting, p. 202
Figure 4.8 The Spectrum of Tools for Building Your Own E-commerce Site, p. 203
Figure 4.9 Costs of Customizing E-commerce Software Packages, p. 204
Figure 4.10 Factors in Website Optimization, p. 210
Figure 4.11 Two-tier and Multi-tier E-commerce Architectures, p. 211
Figure 4.12 Webtrends Analytics, p. 214
Figure 4.13 Degradation in Performance as Number of Users Increases, p. 223
Tables
Table 4.1 E-commerce Presence Timeline, p. 195
Table 4.2 System Analysis: Business Objectives, System Functionality, and Information
Requirements for a Typical E-commerce Site, p. 200
Table 4.3 Key Players: Hosting/Co-Location/Cloud Services, p. 207
Table 4.4 Basic Functionality Provided by Web Servers, p. 213
Table 4.5 Application Servers and Their Function, p. 216
Table 4.6 Open Source Software Options, p. 219
Table 4.7 Factors in Right-Sizing an E-commerce Platform, p. 221
Table 4.8 Vertical and Horizontal Scaling Techniques, p. 222
Table 4.9 Improving the Processing Architecture of Your Site, p. 224
Table 4.10 E-commerce Website Features That Annoy Customers, p. 225
Table 4.11 The Eight Most Important Factors in Successful E-commerce Site Design,
p. 226
Table 4.12 Systems Analysis for Building a Mobile Presence, p. 236
Table 4.13 Unique Features That Must Be Taken into Account When Designing a Mobile
Presence, p. 237
Teaching Suggestions
This chapter walks students through the general process of building an e-commerce
presence. It lays out a methodology for approaching the problem. It also considers the
major issues in building an e-commerce presence and identifies some of the tools
available that can help entrepreneurs and business managers. The chapter is based on the
real-world experiences of the authors.
The key point for students to take away from this chapter is that building an e-commerce
presence is a complex undertaking akin to building an entirely new information system.
Major physical and human resources are required, and many firms find it cost-effective to
outsource a part or all of the effort to specialized firms. On the other hand, building an e-
commerce presence has never been easier or cheaper. In general, the cost of building an
e-commerce presence in 2016 is one-tenth the cost in the year 2000. This should be
encouraging to any budding entrepreneurs in your class.
The opening case, The Wall Street Journal: Redesigning for the Future, examines some
of the factors involved in the redesign of the Wall Street Journal’s website and mobile
apps. Here are some questions you can pose to the class to spark discussion about the
case:
● What were WSJ’s objectives in redesigning its e-commerce presence?
● What considerations, if any, unique to the newspaper business were involved?
● What did WSJ do to meet the needs of mobile device users?
Key Points
Imagining Your E-commerce Presence. The first section of the chapter (pages 190 to 197)
walks the student through the process of creating an e-commerce presence, by developing
an idea, understanding how the idea can potentially make money, defining the target
audience and the marketplace and determining what the content looks like. An important
part of this effort involves performing a SWOT analysis, developing a presence map, and
creating a timeline.
A Method for Building E-commerce Sites. In the early years of e-commerce, websites
were often built one page at a time, with little advance planning. Many disasters resulted.
Section 4.2 of the text borrows the systems analysis and design framework from large-
scale systems and applies it to building an e-commerce website (which in reality is a
large-scale system). Table 4.2 helps you walk students through business objectives, the
level of system functionality needed, and information requirements. This plants the idea
that systems, information, and business objectives are intimately connected.
This is also a good time to introduce the issue of outsourcing options and tool options.
Figure 4.4 covers most of the outsourcing options, and Figure 4.5 illustrates the range of
tool options. The Insight on Business case, Weebly Makes Creating Websites Easy,
highlights Weebly, a company that was itself once a small start-up, and whose business
model focuses on enabling small businesses to create websites easily and inexpensively.
Some discussion questions for this case might include the following:
● What value does Weebly offer to small businesses?
● Are there any drawbacks to using Weebly to create an e-commerce presence?
● How are service providers like Weebly changing the nature of e-commerce?
A heavy cane came down on his head, and an angry voice broke in,
"Damn you! Is this what I shipped a first mate for? To keep my daughter
up till near midnight, and wake me up making love to her over my
window? Zaza, go below at once!" The captain had rounded the corner
of the house in his pajamas.
The girl screamed as the cane was poised for a second blow; but Bridge
said nothing, nor did the cane descend again. The mate raised his two
arms high above his head, leaned backward over the low poop-rail,
sagged down, and slid headlong over it into the sea.
Again the girl screamed, and the captain, shouting "Man overboard!"
sprang to a life-buoy fastened to the taffrail, tore it loose, and threw it.
"My God! what have I done?" he said chokingly. "I did not mean to
knock him overboard."
No one heard this. The girl had swooned in the alley, and the man at the
wheel was snugly ensconced in a warm, sound-proof wheelhouse, with
but one window open.
"Put your wheel down!" ordered the captain through the window. "Bring
her up till she shakes. All hands forward, there! Come aft four men and
clear away this quarter-boat. Weather main-brace the rest of you!"
They did all that men may do. They hove the ship to, lowered a boat, and
searched till daylight. But Bridge, who could not swim, was not found;
and the ship went on, with a remorseful captain trying to comfort a
frantic girl, who in two days was down with brain-fever.
Zaza was a troublesome patient, and as the captain had now to stand
watch with his second mate he could give her little of the attention she
needed—he could spend with her only an hour or so from each watch
below, and, if all was well with the ship, a few minutes from the watch
on deck. In her lucid moments there was small comfort for the unhappy
man. Not a drop of medicine would she take from his hand, nor a morsel
of food, and not a word would she speak to him; but in the steady,
scornful, unforgiving look in her dark blue eyes was a world of reproach.
Yet, when the fever pressed her hard, she would talk, calling him
"father," and ask him to look so that he too could see. And, as he could
not look into the realm she was in, she must perforce explain, insisting
that he could see if only he would look. For she could see so clearly, she
said; and as her explanations were repeated again and again, broken in
upon by the awakenings to lucidity, it was some time before what she
saw took on sequence and color. Then it was a picture and a story
complete.
A long, heaving sea she saw first, and a floating life-buoy; then a man
clinging to its edge, not intelligently, as would a man who knows life-
buoys and the way to use them. This man made no attempt to place it
under his arms; he simply clung to its edge, and was frequently
immersed, as the circular ring turned in the water. This man was Mr.
Bridge, she said; but on his face was no perturbation as to his plight. He
smiled, and clung to the life-buoy as though animated by instinct alone.
There was no expression other than the smile, nothing of shock, nor
interest, nor anxiety. With the rising of the sun there came into the
picture a lateen-rigged craft filled with swarthy men, and it steered close
to the man; and they pulled him, still smiling vacantly, into the vessel.
They gave him a flagon to drink from; but he would not, till tutored.
They put food to his mouth, and after a time he ate mechanically.
The picture now embraced a high, mountainous coast, deeply indented
with fiords and bays, and the dark men of the lateen craft were landing,
taking with them the smiling man who could not eat nor drink without
help. Then she saw him wandering alone along the beach in the rain, still
smiling, and looking at the sea from which he had escaped. She saw him
again, unkempt and unshaven, still alone, still smiling; and later with his
clothing in tatters, his hair to his shoulders, his beard covering his
features, and the merciless rain beating him. But though his mouth and
chin were hidden, in his eyes was still the vacant look at the sea, and the
smile. One more picture completed the list; he was more than ever a
creature of rags and ends, and emaciated—a living, breathing skeleton,
asleep in a cave, but smiling as he slept.
It ended in time, and Captain Munson sailed his ship into Melbourne
with his daughter convalescent, but so worn out himself that he
deputized another skipper to unload her and take her up the China Sea
with a cargo of wool, while he and the girl recuperated. She was still
reserved, if not frigid, in her manner; but never alluded to the unfortunate
happening that killed her filial love for him. And little by little the color
came to her cheek, and the light to her eye, so that her father hoped that
her trouble of mind had left her.
But he hoped too much. She came to him one day and said, "Father,
when does the ship come back?"
"Ought to be here next week, Zaza. Why?"
"Have you chartered her?"
"Thought of a load of hides for New York."
"Give it up. You will admit that she belongs to me, will you not?"
"When you're of age, of course. Your grandmother left you everything."
"I was of age yesterday—twenty-one, legal age in all countries. As I own
the ship, I shall decide what to do with her."
"What do you want to do?"
"Go back to the middle of the Indian Ocean. There is a man there who
needs help."
"Daughter, Zaza, my poor girl! Your mind has left you. Don't be so
absurd. He is dead. He could not have lived. You know I'm sorry. I'll
never forgive myself. But this will do no good."
"He is not dead. He is calling me all the time. I hear it strongest as I
waken from sleep. I hear it as I have heard it all my life. He calls me the
name I called myself when little, before I knew my own name. I called
myself Zenie. I would say Zenie will do this, or that. And ever since I
can remember I have heard this voice calling to me, 'Zenie, come back!' I
heard it in the fog that night on the steamship, and I went to him. I could
not help it. He was the man on lookout, and I seemed to know him. You
came after me. Do you recall it? He told me later that he had loved a
little girl named Zenie, who died. I am that girl. I know it. I know it!"
"Great God, girl! What nonsense is this? Are you crazy?"
"I fear I may be unless this stops," she answered, pausing in her restless
pacing of the floor, and looking at him with dilated eyes. "I dreamed of
him this morning. He was on land, and it was raining. His clothing was
in tatters, he was bearded, and his hair was long and matted. He was thin
with starvation and suffering; but he called to me, so beseechingly,
'Zenie, come back!'"
"You had such ravings when you were delirious, Zaza. It is part of your
fever, nothing more."
"It is more! It is truth! He is alive, or I should not hear. Were he dead, I
should not be alive; for he called me back from the unknown to meet him
and help him. He needs me now. I am going to him!"
The father stared in silence, while the girl walked the floor.
"I expect you to waive all legal transfer of the property," she went on. "I
expect you to recognize me as owner of the ship, and to take her where I
direct. If you will not, I shall take such action as I find necessary, or
possible, and employ another captain. If I am thwarted, I shall go myself.
I am a navigator."
"Zaza, you are mad!" said the father solemnly.
"Do not say that, or I shall go mad. There are things in life past our
comprehension or analysis. This is one of them. All I know is what I feel
—that he is part of myself, or I part of him."
"You have fallen in love with him, and you think these things."
"Do not confound cause and effect."
"What land is he on? Do you pretend to know that?"
"We shall find him. Something will guide us—God, if you like."
The father regarded her fixedly for a moment; then sighed, and said, "I
suppose I may as well humor you, for a while at least. We shall take in
ballast as soon as she arrives, and go. But what a waste of time!"
So the big ship, able to earn an annual dividend of sixteen per cent. of
her cost, left Melbourne in ballast, practically in charge of a crazed girl
bent on finding a man drowned ten months before.
According to accepted standards no alienist would have hesitated in
pronouncing her crazed. She slept little, was careless of her personal
appearance, and walked the deck aimlessly, occasionally peering at the
compass, and looking at the helmsman in a way to make him steer better
for a time. She nagged her father when stress of wind compelled the
shortening of sail. She took the sun at midday with Bridge's sextant, and
took chronometer sights to work out the longitude, sharply criticizing her
father for an error of a few seconds in his calculations. She grudged the
necessity of reaching south to the forty-fifth parallel to avoid the strong
head winds on the fortieth. Night and day she was up, worrying her
distracted father and the two mates with questions, comments, and
speculations. She pored over the chart, on which was pricked off the
ship's position when Bridge had gone overboard, and pricked off herself
the daily position as the ship beat her way westward.
But it was not till the ship had arrived at the fatal spot, and her father had
prepared a series of logical deductions for her consideration, that she
showed anything of definiteness in her whims and fancies. She had
insisted that they heave the ship to that night, as she did not care to go
farther in the darkness, and had lain down to pass the night as she could
—not to sleep, she told her father, but to pray to God for light and hope
and method. And in an hour she was up.
"Father," she said as she awakened the old man in his berth, "we must
head south by west, half west. I know the course."
"What do you know?" grunted the wearied and conscience stricken man.
"Go back to bed, and let me sleep! Sleep yourself! Let me alone, or I'll
be as mad as you are!"
She got out the chart and spread it on the cabin table. Then, with her eyes
gleaming with the concentrated stare of the insane, she traced out the
drift of the ship since the last plotting, and from the point reached drew a
line south by west, half west. It struck a large, irregular island, and she
read its name, Desolation Island. She went on deck, disheveled and
careless, her hair flying in the wind, and asked the officer of the watch to
heave the log and give her the best of his judgment as to the ship's drift
through the night. Then she went back to her berth, and did not appear
until daylight, when she came up and again interviewed the officer in
charge.
"Father," she said, when the old man had turned out for breakfast, "look
at this chart." She spread it out, clear of the dishes, and drew a line from
the night time position of the ship to the point indicated by her drift, and
from this point drew a line south by west. It intercepted the other on the
coast of Desolation Island.
"Last night, father," she said, "he was calling insistently. I saw him
plainly, and he held a compass in his hands, and pointed to the lubber's
point. It was at south by west, half west. I told you that; but you refused
to believe me. I have plotted the drift during the night—eleven miles due
southwest—and here is the drift on this line. Here, too, is our position
this morning. Just before I wakened I saw a large compass, filling the
whole room, and the lubber's point was at south by west. A south by
west line from here intercepts the same spot on the coast of Desolation
Island as the other. Father, he is there! It all fits in. We must go to him."
"Well, well, we'll try," said the old man weakly. "God knows I want to
ease your mind, and until you are sure I suppose you'll think he's still
alive. It's a tough job, though, to search an island eighty miles long
where it rains continually."
Sail was made, and the wheel put up; but as the wind was light it was
nightfall before the big, light ship sailed into an estuary, with two men at
the leadlines, and anchored in the dusk, not half a mile from the beach.
The girl would have lowered a boat and gone ashore at once; but this was
beyond all reason, they told her, the two mates joining the captain in the
protest. This was not what they had signed for, they contended.
So, up and down from her berth to the deck, and back and forth from end
to end of the ship, the half demented young woman passed the night, and
at the first glimmer of daylight was beyond her limitations. The quarter
boat was proved leaky, and had been left behind. All others were
inboard, stowed upside down on the forward house. The ship's one life-
buoy had gone with Bridge.
She procured a piece of spun yarn from the booby hatch, triced her skirts
up to her waist, and, unseen by the sleepy anchor watch forward, went
down the side on a rope's end belayed to a pin. There was a brisk wind
blowing in from the open sea, and a short, crispy wave motion with
which she must contend; but she struck out bravely for the beach.
"I am coming!" she called wildly. "I am coming—coming!"
Skilled seamen and fishermen are often deceived in the look of a surf
viewed from seaward, and many a boat's crew that hopes to beach safely
is caught and half drowned in a furious turmoil that can be seen only
from the shore. This mad girl had no advantage of such experience, and
probably would not have been influenced by it had it come to her. She
swam vigorously at first, then rested awhile on her back, and went on,
swimming till tired, and floating until rested.
But, at a hundred yards from the beach, she found conditions which
precluded these spells of rest. The seas broke over her, and floating was
impossible. She was forced to expend her strength. Then the spun-yarn
belt loosened, and her skirts embarrassed her movements; it became
more and more difficult to make headway. All she could do was to keep
her head above water, while the aching pain of fatigue attacked her
limbs, and the bitter salt water flung into her mouth by the spiteful seas
choked its way down her throat, and into her lungs. Struggling weakly,
and more weakly, she sank beneath and remained until consciousness
was nearly gone; then the back wash of the undertow brought her to the
surface, and with the one breath of air she procured came another inrush
of water. Barely moving her limbs now, she went under again; and when
next she appeared she had ceased to struggle, or breathe, or think.
Once more she went under, and when she came to light the surf was
rolling her up the beach, and dragging her back—an inert, lifeless form,
with eyes wide open and staring, and a wealth of golden hair wrapped
round the pale and wasted face. A final heave of the pitiless sea threw
her face downward on a fringe of rocks at high-water mark. One large
stone caught the body at the waist line, and the head sank down beyond
it until the forehead rested on another. Thus supported, the chin sank, the
mouth opened, and the water from her lungs issued forth in a tiny stream
and went back into the sea, which, having killed her, now left her alone.
But the cold rain still pelted her.
She had not killed him; on the contrary, though he bled copiously until
their aroused servant had summoned the doctor, he recovered from the
wound and loss of blood long before his wife recovered from the brain-
fever that followed her awakening; and it was while she was delirious,
and he convalescent enough to talk that the doctor, after listening for an
hour to her raving one day, entered the room of the other patient, and
said:
"She is past the crisis—perspiring and sound asleep, and will recover
rapidly. But, Beverton, though while delirious she was most certainly in
as subjective a condition as when self-hypnotized, yet she has not uttered
one word of a nautical or piratical nature."
"And what of that?" replied Beverton weakly, but doggedly. "According
to those books of yours"—he pointed to a pile of them at the foot of his
bed—"and I've studied them well while lying here—there are one, two,
or more sub-normal personalities within us, any one of which can
become dominant."
"Admitted; but is that a proof of reincarnation?—that the soul of your
wife once lived in the body of a pirate named Hal Morgan, and that your
soul animated the form of a beauteous maiden captured by him?"
"I can accept no other explanation. As infants we were subconscious
enemies. I drove her back farther, seeking the cause; I saw the
convulsive transition. I heard her use language she could not have
learned in this life."
The doctor smiled, and drawing a book from his pocket, said: "Then here
is something to further strengthen your belief—for a time. I took the
copy of your maidenly speech to a librarian in the city, told him what
was necessary to interest him, and he found this book for me. It is Pyle's
compilation of the lives of the buccaneers, and in Esquemeling's account
of the doings of Captain Henry Morgan is this—" He opened the book,
searched the pages, and read:
"'—but the lady, not willing to consent, or accept his presents, showing
herself like Susannah for constancy, he presently changed his note, and
addressed her in another tone, threatening a thousand cruelties and hard
usages. To all of which she gave only this resolute and positive answer
—'
"Listen now," said the doctor. "'Sir, my life is in your hands; but as to my
body, in relation to that which you would persuade me to, my soul shall
sooner be separated from it, through the violence of your arms, than I
shall condescend to your request.'"
"And what more do you want?" asked Beverton, excitedly. "The very
words I spoke; and I never saw that book."
"Wait," said the doctor, smiling. "This follows:
"'Captain Morgan, understanding this her heroic resolution, commanded
her to be stripped of the best of her apparel, and imprisoned in a
darksome, stinking cellar; here she was allowed a small quantity of meat
and drink, wherewith she had much ado to sustain life.'
"No need of reading the whole account," said the doctor, closing the
book. "This occurred in the city of Panama, which Morgan had just
captured, and the lady was never at sea with him. His men took her from